Jaguar boss defends rebrand after backlash
The scale of the backlash last month following Jaguar’s 30-second teaser trailer in which a group of brightly dressed models, but no actual cars, was rather over the top.
The adverts came with a “Copy nothing” tagline, channelling Jaguar founder William Lyons, while signalling a decisive break with the company’s past as an old school luxury brand.
If it was designed to attract attention, it certainly succeeded; critics included Elon Musk and Nigel Farage.
But today, Jaguar is keen to focus on its plan to be “bold and disruptive” with its new electric car and redesign, announced last night in Miami.
Managing director Rawdon Glover told Sky News:
“We’ve certainly gathered an awful lot of attention over the last few weeks, but now I think its really important to talk about the vehicle.”
As Glover points out, few car launches get quite as much attention, adding that the industry is at a crucial point:
We need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history.
“At the moment, the industry is going through huge disruption: technology changes, as we all figure out actually what an electrified world means for our brand.
“At Jaguar, we’ve looked at that and we think we have to make a really bold step forward. But actually, the step we’re going to take is completely in keeping in ethos with the brand.”
Glover was also pressed about the backlash against that advert, and insisted:
“We absolutely don’t want to alienate any of our loyal fans.
“Quite the opposite – we want to take as many of our current fans with us on that journey… We need to also appeal to a new audience. That’s what we need to do.”
Key events
Among the design work on the new Jag is a laser-etching of the Jaguar logo in brass ingots on each side of the car.
You get into the vehicle through two “butterfly” doors; inside are three hand-finished brass lines which run the length of the interior. One, down the middle, splits a pair of floating instrument panels.
The “floating” front seats are finished in a wool blend which is also used on the flooring and other areas.
Photos: the new Jag concept car
Here are more photos of the Type 00 concept car from Miami overnight:
Adrian Mardell, JLR’s chief executive officer, is promising “spectacular” results from Jaguar’s new shift, saying:
The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism.
That’s the Jaguar we are recapturing and we will create the same sense of awe that surrounded iconic models like the E‑type. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be spectacular.”
Jaguar boss defends rebrand after backlash
The scale of the backlash last month following Jaguar’s 30-second teaser trailer in which a group of brightly dressed models, but no actual cars, was rather over the top.
The adverts came with a “Copy nothing” tagline, channelling Jaguar founder William Lyons, while signalling a decisive break with the company’s past as an old school luxury brand.
If it was designed to attract attention, it certainly succeeded; critics included Elon Musk and Nigel Farage.
But today, Jaguar is keen to focus on its plan to be “bold and disruptive” with its new electric car and redesign, announced last night in Miami.
Managing director Rawdon Glover told Sky News:
“We’ve certainly gathered an awful lot of attention over the last few weeks, but now I think its really important to talk about the vehicle.”
As Glover points out, few car launches get quite as much attention, adding that the industry is at a crucial point:
We need to make sure that Jaguar is relevant, is desirable, is future proof for the next 90 years of its history.
“At the moment, the industry is going through huge disruption: technology changes, as we all figure out actually what an electrified world means for our brand.
“At Jaguar, we’ve looked at that and we think we have to make a really bold step forward. But actually, the step we’re going to take is completely in keeping in ethos with the brand.”
Glover was also pressed about the backlash against that advert, and insisted:
“We absolutely don’t want to alienate any of our loyal fans.
“Quite the opposite – we want to take as many of our current fans with us on that journey… We need to also appeal to a new audience. That’s what we need to do.”
Introduction: Jaguar Type 00 unveiled in Miami
Good morning, and welcome to our rolling coverage of business, the financial markets, and the world economy.
“There is only one thing in the world worse than being talked about, and that is not being talked about,” as Oscar Wilde reminded us. And carmaker Jaguar has avoided the latter fate, in the build-up to the unveiling of its vision for its new electric car.
After an advertising campaign that led to accusations Jaguar was brusquely ditching its old followers, it now unveiled its Type 00 electric model at Miami Art Week in Florida.
Described as as “design vision concept,” Jaguar says the model is a “concept with bold forms and exuberant proportions to inspire future Jaguars”.
Shown in two colours, Miami Pink and London Blue, it has a long bonnet, 23‑inch alloy wheels, and a glassless rear tailgate. That means you can’t look out through the back window, and must use rear-view cameras installed near the front wheel instead.
But this is just the first step.
Jaguar’s first production car under this new strategy will be an electric four‑door GT, which will be unveiled late next year.
This new model will target a range of up to 770km/478 miles. under the Worldwide Harmonised Light Vehicle Test Procedure testing system, while rapid charging will add 200 miles of charge in 15 minutes.
Jaguar’s chief creative officer, professor Gerry McGovern OBE, says:
Type 00 is a pure expression of Jaguar’s new creative philosophy. It has an unmistakable presence. This is the result of brave, unconstrained creative thinking, and unwavering determination.
It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen. A vision which strives for the highest level of artistic endeavour.
The agenda
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8.25am GMT: FT Banking Summit in London, including NatWest CEO Paul Thwaite, Barclays CEO CS Venkatakrisnan, and former Bank of England deputy governor Sir Jon Cunliffe
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9:45am GMT: Treasury Committee hearing on Work of the FCA
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3pm GMT: US JOLTS survey of job openings